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Sakhir (dpa) - sponsorship expert Sebastian Kurczynski sees "great potential" for Mick Schumacher in national and international marketing through promotion to Formula 1.
This applies to the son of Formula 1 record world champion Michael Schumacher as well as to his partners.
"Should Schumacher regularly call up top sporting performances and compete for the world title, sponsorship income in the high single-digit million range is possible," said the Head of Consulting at the research and consulting company Nielsen Sports of the German press agency.
Kurczynski also emphasized the importance of social networks.
Mick Schumacher has around 1.5 million followers on Instagram before his first Formula 1 race in Bahrain next Sunday, and over 560,000 on Facebook.
These channels would offer an excellent opportunity to "establish credible and far-reaching storytelling between athletes and brands," said Kurczynski.
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However, the younger generation also expect their idols to be “strong in advocating issues such as social justice”.
Kurczynski named the seven-time world champion Lewis Hamilton in this context.
The first black driver in Formula 1 also uses his popularity in the fight for more equality and more diversity.
"Schumacher should at least think about whether he would like to position himself similarly and thus meet the zeitgeist of young sports fans," said the sponsorship expert.
Mick Schumacher, who turned 22 on Monday, will be competing in Formula 1 for the American Haas team for the first time this year. He made it to the top motorsport class after overall victories in the 2018 Formula 3 European Championship and Formula 2 last year.
An overview of Mick Schumacher's most important stations and successes up to then.
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2011: Third at the Euro Winter Cup in the KF3 kart class
2013: Third in the German Junior Kart Championship
2014: Second in the Kart World Championship and the Kart European Championship
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2015: Promotion to formula racing, he finished tenth in his first Formula 4 year
2016: Second in ADAC Formula 4 and Formula 4 Italy
2017: Promotion to Formula 3, twelfth place at the end of the season
2018: First big title for Mick Schumacher with overall victory in Formula 3. He wins eight races of the season
2019: At the beginning of the year he is accepted into the Ferrari Driver Academy.
Promotion to Formula 2, as in the first Formula 3 year, he is again twelfth overall
2020: Formula 2 champion with two race wins
2021: Promotion to Formula 1, Mick Schumacher drives for the American Haas team
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Homepage Mick Schumacher
Details about Mick Schumacher on the team homepage
Mick Schumacher on Instagram
Mick Schumacher on Facebook